This project assignment shall provide some insights into the problems Starbucks has to face today, why they occurred and how they might be solved. More specifically this project focuses on the question: why have customer difficulties perceiving values added by Starbucks?
Table of Contents
- 1. Introduction
- 2. Methodology
- 3. Theory
- 4. Brand portrait
- 4.1 Business strategy
- 4.2 Brand portfolio
- 4.3 Brand characteristics
- 4.4 Starbucks in the market
- 5. Problems of Starbucks and their solutions
- 5.1 Lost focus and incorrect decisions
- 5.2 Increased competition
- 5.3 Aggressive expansion strategy
- 6. Conclusion
Objectives and Key Themes
This project aims to investigate why customers have difficulty perceiving the added value offered by Starbucks. It analyzes the brand's history, growth, and current challenges to understand this issue. The analysis focuses on the interplay between brand strategy, market competition, and customer perception.
- The evolution of the Starbucks brand and its initial success.
- The importance of brand perception and added value in a competitive market.
- Analysis of specific challenges faced by Starbucks, such as lost focus, increased competition, and an aggressive expansion strategy.
- Potential solutions to address the identified challenges and improve customer perception of value.
- The role of marketing strategy in brand building and maintaining customer loyalty.
Chapter Summaries
1. Introduction: This chapter introduces Starbucks as a globally successful brand known for its high-quality coffee and service. It traces the company's origins in Seattle in 1971, highlighting the founders' mission to revive high-quality coffee and their unique concept of selling whole-bean coffee and brewing equipment. The chapter also outlines Howard Schultz's role in transforming Starbucks into a café business and expanding its global reach, culminating in its impressive growth and revenue generation by 2005. However, it also foreshadows the challenges, such as increased competition and aggressive expansion, that Starbucks faced later on.
2. Methodology: This chapter details the methodology used to address the central research question: why do customers struggle to perceive the added value offered by Starbucks? The methodology centers on analyzing the brand's development, its marketing strategies, and the challenges it faces. It draws heavily on secondary sources, primarily from marketing literature and case studies on Starbucks. The methodology includes a review of relevant branding theories and an analysis of specific problems facing the Starbucks brand, such as lost focus, increased competition, and an aggressive expansion strategy. The chapter concludes by explaining that the analysis will culminate in a personal reflection on Starbucks' brand and future prospects.
3. Theory chapter: This chapter provides a theoretical framework for understanding brands and brand image. It explores various definitions of a brand, emphasizing the subjective nature of brand perception and the importance of differentiation from competitors. It highlights the role of "added values" in distinguishing a brand from a commodity. The chapter delves into the concepts of brand image, brand equity, and the marketing mix, establishing the theoretical foundation for analyzing Starbucks' challenges and potential solutions. Key concepts like competitive differentiation, customer perception, and the sustained creation of added value for consumers are explored, providing context for understanding the challenges Starbucks faced.
4. Brand portrait: This chapter provides an overview of Starbucks as a brand, exploring its business strategy, brand portfolio, brand characteristics, and market positioning. It discusses the various aspects that contributed to Starbucks' initial success and its evolution into a global brand. While not explicitly detailed here, this chapter likely covers topics such as the company's expansion strategies, marketing campaigns, and efforts to differentiate itself from competitors. The section prepares the ground for the analysis of the problems Starbucks faced later on.
5. Problems of Starbucks and their solutions: This chapter delves into the main problems that hindered customers from perceiving the added value offered by Starbucks. It focuses on three key areas: lost focus and incorrect decisions, increased competition, and an aggressive expansion strategy. The chapter explores the underlying causes of these problems and proposes potential solutions to address them. It is structured around an explanation of the challenges facing Starbucks, as well as a discussion of solutions the company might implement to improve its performance and customer perception of its value. Each of the problems is examined in terms of its roots and possible remedies.
Keywords
Starbucks, brand, brand image, brand value, customer perception, competitive advantage, marketing strategy, market competition, brand portfolio, aggressive expansion, added value, business strategy, global brand.
Starbucks Brand Analysis: Frequently Asked Questions
What is this document about?
This document is a comprehensive preview of a language project analyzing the Starbucks brand. It includes a table of contents, objectives and key themes, chapter summaries, and keywords. The main focus is on understanding why customers sometimes struggle to perceive the added value offered by Starbucks, exploring the brand's history, growth, challenges, and potential solutions.
What are the main objectives of this analysis?
The analysis aims to investigate why customers have difficulty perceiving the added value offered by Starbucks. It analyzes the brand's history, growth, and current challenges to understand this issue, focusing on the interplay between brand strategy, market competition, and customer perception.
What are the key themes explored in this analysis?
Key themes include the evolution of the Starbucks brand and its initial success; the importance of brand perception and added value in a competitive market; analysis of specific challenges faced by Starbucks (lost focus, increased competition, and aggressive expansion); potential solutions to address these challenges; and the role of marketing strategy in brand building and maintaining customer loyalty.
What methodology was used in this analysis?
The analysis relies heavily on secondary sources, such as marketing literature and case studies on Starbucks. It involves reviewing relevant branding theories and analyzing specific problems facing the Starbucks brand (lost focus, increased competition, and aggressive expansion). The analysis culminates in a personal reflection on Starbucks' brand and future prospects.
What theoretical framework is used?
The analysis uses a theoretical framework centered on understanding brands and brand image. It explores various definitions of a brand, the subjective nature of brand perception, the importance of differentiation, and the role of "added values." Key concepts like competitive differentiation, customer perception, and sustained creation of added value are explored.
What aspects of the Starbucks brand are covered?
The analysis covers various aspects of the Starbucks brand, including its business strategy, brand portfolio, brand characteristics, market positioning, expansion strategies, marketing campaigns, and efforts to differentiate itself from competitors. A significant portion focuses on the problems Starbucks faced, such as lost focus, increased competition, and aggressive expansion, and potential solutions.
What problems facing Starbucks are analyzed?
The analysis focuses on three key problems: lost focus and incorrect decisions, increased competition, and an aggressive expansion strategy. Each problem is examined in terms of its underlying causes and potential solutions.
What are some potential solutions discussed?
While not explicitly detailed in the preview, the analysis proposes potential solutions to address the identified challenges (lost focus, increased competition, and aggressive expansion) and improve customer perception of value. These solutions are likely discussed in relation to marketing strategy, brand repositioning, and adjustments to expansion strategies.
What are the key words associated with this analysis?
Key words include Starbucks, brand, brand image, brand value, customer perception, competitive advantage, marketing strategy, market competition, brand portfolio, aggressive expansion, added value, business strategy, and global brand.
- Quote paper
- Silke Specht (Author), 2009, The Starbucks Brand, Munich, GRIN Verlag, https://www.grin.com/document/232182
